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Health, Beauty & Fashion

Shop fashion fest online

Runway shows will be streamed online for viewers to buy at the Audi Fashion Festival
The Straits Times - March 16, 2012
By: Rohaizatul Azhar
| More
Shop fashion fest online -- PHOTO: AUDI FASHION FESTIVAL

See it, like it, buy it. That is what fashion lovers coveting an outfit being strutted down the runway at the Audi Fashion Festival in May will be able to do - and from the comfort of their own home.

The fast trip from runway to shopping cart comes courtesy of a new digital platform to be launched during the five-day festival, billed as one of Singapore's top fashion events.

The Future Fashion Now platform, created in collaboration with MasterCard Worldwide, is an online fashion portal that lets consumers place their orders for the latest runway designs and pre-collections online as they watch the live-streamed shows.

They can then have their orders customproduced for delivery, between six weeks and four months later, or before the next season arrives in stores.

Festival director Tjin Lee, managing director of Mercury Marketing & Communications, said yesterday: 'Consumers do not have access to the full, unedited collection as presented by designers to buyers at fashion weeks and tradeshows. Their options are limited by the selections made by store buyers, which often weed out creative or unique designs.'

With this platform, Future Fashion Now hopes to link consumers with the rising designers of tomorrow, she added.

This year, at least four out of the 12 shows scheduled on the festival calendar will be streamed online and programmed with online shopping services. While Audi Fashion Festival established live streaming of its shows last year, where it reached out to more than 500,000 viewers from 91 countries, live shopping services for customers is Asia's first.

It is similar to Moda Operandi, an exclusive New York-based shopping site which allows its members to shop the collections of big-name designers such as Alexander Wang, Calvin Klein and Proenza Schouler 48 hours after they are shown on the runway.

Home-grown labels alldressedup, Max.Tan and Mae Pang will show alongside New York's Timo Weiland and Jonathan Simkhai, Australia's Yeojin Bae and Esther Perbandt from Berlin. These seven labels will be showcasing looks from their pre-spring 2013 collection.

But those looking forward to the collections of big-name designers at Singapore's glitzy fashion extravaganza will not be disappointed.

Fabled Parisian fashion house Thierry Mugler will kick off the festival on May 16 with its fall/winter 2012 collection. Its designer, Paris- based American designer Nicola Formichetti, who is well known for being Lady Gaga's stylist, will be here to present the label's signature avant-garde looks.

Italian label Costume National will also be showing at the festival. The brand's fall/winter 2012 collection will be on display at the Audi Red Carpet Night on May 16.

Also coming to Singapore is Parisian brand Roland Mouret, with its fall/winter 2012 collection. The label, known for its signature red-carpet glamour looks and iconic hourglass creations, boasts an A-list clientele that includes Nicole Kidman, Sienna Miller and Victoria Beckham.

Already in its fourth year, the festival will once again see local label Raoul presenting its latest collection.

Continuing its support for new generation talent, the festival will see winners from last year's Asian designer competition, Audi Star Creation, flaunt their latest designs.

And, for the first time, Parco Next Next, the home-grown fashion design incubator project, will showcase its newest batch of young designers.

Ms Lee said: 'While big international names are always exciting for the Audi Fashion Festival, we have to evolve and stay ahead. To achieve our vision for Singapore to truly be a regional fashion capital, we must look to the future. With the launch of Future Fashion Now, the festival is excited to be able to harness the power of digital media and support the next designers of the fashion world.'

One to three shows will be held at the Tent@Orchard at Ngee Ann City Civic Plaza every day.

The festival is part of the Asia Fashion Exchange, which kicks off on May 14 and is an initiative launched in 2010 by the Singapore Tourism Board, International Enterprise and Spring Singapore to make Singapore the fashion hub of Asia.

Aside from the festival, the seven-day event will include Blueprint presented by Lee Hwa Jewellery, Audi Star Creation, and industry conference, the Asia Fashion Summit.




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